Factors influencing consumer behaviour towards store brand: a meta-analysis
Xiaojun Fan
Fudan University and Nanjing University of Finance and Economics
Yi Qian
Northwestern University
Pei Huang
Fudan University
Introduction
The creation and maintenance of a store brand, also called a private label or private brand, is one of the most important activities for supermarket retailers. This is because the store brand is the only brand that is available exclusively at the retailer’s store (Hansen et al. 2006). A well-developed store brand not only contributes directly to retailer profitability, but also has positive indirect effects, such as better bargaining power...